GEC Genre: Star Plus leads as No.1 channel in Week 1

Tushar Patel - Televisionpoint.com | Mumbai
The Hindi general entertainment channel (GEC) genre has recorded a growth of 8 per cent in the first week of 2009, in terms of GRPs, as compared to the last four weeks of 2008. According to the data from TAM Media Research, the total GRPs for the GEC genre stands at 1,222 for C&S homes and 1,319 for digital homes in the Hindi speaking markets.

For Week 1 of 2009, Star Plus continues to maintain its number one position with 25 per cent relative share in the GEC pie. Its GRPs have grown from 295 in the last week of 2008 to 307 in the latest week. Colors, has retained its position as the number two, with a relative share of 21 per cent, and its GRPs at 256 remain unchanged.

Zee TV has recorded a decline in its channel share over the last five weeks. From a share of 18 per cent in November, it has dropped to 15 per cent in the first week of 2009. Zee's GRPs, which were 201 in November, have now settled at 188.

Sony Entertainment TV saw a modest increase in its relative share from 7 per cent in the previous week to 10 per cent in the latest week, as its GRPs have jumped from 82 to 126. The rise in the numbers are credited to the broadcast of the Hindi film, Singh is Kinng, which drew a TVR of 4.8. Sony stands at number four position.

Star One and NDTV Imagine both have grabbed a relative share of 6 per cent each. Star One's GRPs have dropped from 80 in the last week to 76 in the latest week, while NDTV Imagine's GRPs have gone up from 65 to 69 during the same period.

Sahara One and Sab TV have retained their relative share of 4 per cent each. The most badly affected channel in this space is 9X, whose share has dropped to 3 per cent. The GRPs of Sahara One, Sab TV and 9X are 49, 48 and 42, respectively. Star Utsav and Doordarshan 1 have both garnered a 2 per cent share.

It maybe noted that for the past eight years, Star Plus is enjoying the numero uno position, thanks to three of Balaji shows - Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Ki and Kasautii Zindagi Kay, which aired in the prime time slot of 8:30 pm to 11:00 pm.

Till the end of 2007, these three shows together gave Star Plus the controlling share in the GEC genre and kept the competition far away from arch rivals like Zee TV and Sony Entertainment, who stayed at number two and three position respectively in that 2007 era.

In 2008, however, with the launch of new channels like 9X, NDTV Imagine and Colors, the rules of the game changed. The popularity of Balaji's K shows began declining from double-digit television ratings to single-digit ratings and they were finally taken off the air in a phased manner.

On the other hand, Zee TV's shows like Maayka, Kasamh Se, Saat Phere, and Ghar Ki Lakshmi Betiyaan, were gaining in popularity. Slowly and steadily, Zee TV's share moved closer to Star Plus' share by the mid of 2007 and continued till the launch of Colors.

The Indian GEC story changed again, with Colors managing to grab the number two position from Zee TV few months ago, thanks to its programs like Balika Vadhu and Jai Shri Krishna. The story is to be continued, please wait and watch.